Case study: Digital Marketing Campaign – Fashionista (tech)
Various market segmentation applicable to Fashionista:
- Geographic
Fashionista seems to be targeted at the urban populated regions due to its pre-requisites of certain technologies like the webcam, printer and internet.
Since it is generally in the urban areas, utilizing digital media (simply, television) as a form of marketing campaign is definitely feasible geographically.
- Demographic
The demographics of Fashionista seem to be ranged from teenagers to adults who are technology savvy probably ages ranging from 15 to 35. (facebook, webcam)
The demographics suggest that the target audiences are are technology savvy therefore, a new media approach would be feasible. eg: facebook/twitter’s viral effect.
- Psychographic
Targeted at people who are interested in online shopping or people who may be interested in fashion in general.
Psycho-graphically, fashion sites are a key factor. Advertising in these sites could prove to be effective.
- Behavioral
People who like to shop online, people who like to try out clothes, people who like to shop in the comfort of their home.
This seem to suggest that online advertising could get the required attention Fashionista needs. But narrowing it down even more, one should consider advertising Fashionista in similar sites which have similar capabilities/purpose as Fashionista.
- Technographic
People who shop on the internet often, people who have a webcam, people who have internet access, people who have a computer, people who utilizes social media.
Advertise Fashionista’s capabilities near to a webcam advertisement could be considered.
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